First and foremost, be the media. Produce your own reports, analysis, photos, videos. Use the internet to make your news available.
Having produced your own media, it will require little work to produce press releases for the corporate media. A press release that's already written like a newspaper article will appeal to busy/lazy reporters more than one requiring more work from them. Be sure to include links to your photos and videos, and the names and identifications and contact information for people who can be interviewed.
Working With Reporters